Raihan Khan

ID:1701010011
MKT-4101 Marketing Management
 Marketing strategies
PRAN-RFL group

Content
No.
1 Introduction And Organizational Overview 02
2 Marketing Strategy 05
3 SWOT analysis 07
4 Corporate Social response 08
5 Limitation 08
6 Recommendation 08
7 Conclusion 08

1
INTRODUCTION
S/L Particulars Actual Information
01 Nature of the organization Manufacture & marketer of food and
plastic product

02 Industry 13 in 10 different location

03 Year of establishment 1981
04 Legal Status of the organization Public Limited
(Public, Private Limited
/Partnership/Sole Proprietorship)
05 Ownership Ahsan Khan Chowdhury son of Major
General Amjad Khan Chowdhury
06 Type of the organization Manufacturing
(Manufacturing, Trading, Service oriented)
07 Vision Poverty & Hunger are Curses. The
organization thinks that poverty and
hunger is a curse for nation and they
are trying to overcome the poverty..
08 Mission Improving Livelihood. Improving the
people living standard in society and
create the respects and prosperity for
the nation
09 Values PRAN-RFL believes in providing quality
by considering customer’s demands
and expectation. Continuously
innovation and improvement motive by
focusing customers and tries to
maintain fairness and transparency in
all segments. The corporate value of
PRAN-RFL is
 Customer care
 Supplier care
 Employee care and
 Tread care
 Discipline
 Commitment to Work
 Fair Judgment
 Service Orientation
 Continuous Improvement
Slogan/Tagline We believe in Integrity, Intelligence,
and Intensive Work.

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10 Home country Bangladesh
11 Host country Bangladesh, India, Nepal, Malaysia,
UAE and Africa

12 Number of countries the organization is 138

operating
13 Products Products of PRAN;
Juice, Confectionary like Mr. Mango
Candy, Fruit Magic, PRAN Choco Choco,
PRAN Bubble Gum, Chili Powder,
Coriander Powder, Turmeric Powder,
PRAN Lassi, PRAN UHT Milk, PRAN
Premium Ghee etc.
Products of RFL;
RFL Chair, RFL Shoe Rack, Oval Bucket,
Domestic water pump, UPVC etc. Pipe,
RFL Electronics;
LED TV, VISION Fan, CFL Light, CLICK
Switch, VISION Kettle etc.

14 Brands  Rangpur Foundry Limited

 Rfl Plastics Ltd
 Durable Plastic Ltd
 Banga Building Materials Ltd.
(Door)
 Rangpur Metal Industries Ltd.
 Banga Plastic International Ltd
 Erum Bangladesh Ltd
 Durable Plastic Ltd
 RFL Construction
 Allplast Bangladesh Limited
 Best Buy
 Rfl Stationary
 Rfl Electronics
 Trade Environment Ltd
 Rfl Furniture
 Rfl Bike

15 Number of employees 80 thousand direct employees and

200 thousand indirect employees.
16 Major Competitors  Square food and beverage
 ACI Foods and Beverage

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  GAZI plastic
 AKIJ food and beverage
19 KPIs (Key Performance Indicators)
20 Annual Sales
21 Annual Revenues Taka 1,241,670,000
22 Marketing Strategies Our marketing strategies are based on
target consumers. Our primary
consumers target is middle to upper
income professional’s. Our secondary
consumer target is who consume fast
food product not frequently.
23 HR Strategies Human resources department plays a
significant role to manage enormous
workforce containing over 27,000
members by following HR Strategies.
 Empowering work
environment.
 Recruitment such as- payroll
maintenance, employee
database, compensation,
benefits, rewards and
incentives.
 Training
24 CSR Strategies Promises to environment, promises to
preservation, promises to customer,
promises to society
25 Sustainability Strategies
26 Facebook Presence (Number of Fans, RFL Plastic Like 1.8M
Followers) PRAN Frooto Like 1.9M
27 Twitter Presence (Number of Fans, Followers) 302 followers
28 LinkedIn Presence (Number of Fans, 44,690 followers
Followers)
29 YouTube Presence (Number of Fans, 1.68K subscribers
Followers)

4
 Marketing Strategy
Positioning
 PRAN always try to position their product through image differentiation, because related
marketing, and product differentiation.
 PRAN will use logo and short advertisement so that people can consistently see the
advertisement so the product will occupy a clear, distinctive, and desirable place in the
mind of the consumer relative to competitors’ product.

Place or Distribution

 PRAN-RFL Group is using existed distributors for distributing their new product PRAN
Juice then; we are making some new channels and assign some distributors to promote
our product to all over the country.

 They are using mobile shop in the shopping malls, offices and crowded areas so that
people can purchase the product easily when they like to consume. They will make their
consumer by Value Delivery Network.

Pricing Strategies

They charge based on “Overhead Expenses” and “Cost Plus”. Overhead Expenses
include rent, gas and electricity, business telephone calls, packing and shipping
supplies, delivery and freight charges, cleaning, insurance, office supplies, postage,
payroll taxes, repairs, and maintenance.

Product Marketing

 For launching a product in the market, there is some procedure that should be
followed by every marketer to move in the long run.

 Product will enable customers to have a different experience to try our juice. •
They will be able to differentiate our product in quality which is unique in the soft
drinks market.

 They will not be able to feel the same way for the other soft drinks in the market.

5
Advertising and Promotion

 The most successful advertising will be through BTV, NTV, Channel I, ATN
Bangla and RTV which are the most popular television channels in the country.

 We will also use some bill-boards and leaflets and we will hold a sport event to
promote the product.

 We will also use our experience so that we can create attention to the customers.

Target market

 Their main target market people are the young age’s people who like to drink
juice very much.

 Mostly the school going students and the children. Beside that we also focus the
young generation people.

 Although their main target market is young people but we also prefer the people
of adult and old ages people.

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SWOT Analysis

Strength:
1. Brand Image
2. Superior quality control measures.
3. Market Share.
4. Distribution channel.
5. Highly skilled human resource.
6. Unmatched product and brand portfolio.

Weakness:
1. Short life cycle of product.
2. a lot of distance and huge amount of transport cost.
3. Lowest per capita consumption:
4. Price disadvantages:

Opportunities:
1. Company can develop the effective distribution system.
2. Competitors weak distribution channel.
3. Export tie up with multinationals.
4. Franchise business all over the world.

Threats:

1. Changing consumer behavior.

2. Aggressive competitors.
3. Availability of foreign product.
4. Limited target segmentation.

Corporate social responsibility

Promises to Promises to Promises
environment preservation to customer

Promises to Promises to
employee society

7
Limitations

 Less salary of employee.

 Not interested to provide internship.
 Violation of law.
 Inefficiency & insufficient in management, training & development program.
 Uncertified license & document.

Recommendation

In the first the firm should ensure quality of PRAN-RFL product according to the
consumer’s need and expectations. New segments will be added with the existing
market. The same price should be fixed all through the country. Deters, agents,
wholesalers should be given high commission.

Conclusion
The best products with best quality at the best price in the best delivery time.